The likability of political candidates, particularly Kamala Harris and Donald Trump, plays a significant role in voters’ decision-making. While voters who like either candidate overwhelmingly support them, the relationship between unlikability and vote choice differs for Trump and Harris. When voters don’t like Harris, very few of them are voting for her, while there is a sizable segment of voters who still support Trump despite disliking him. Harris is generally more personally liked than Trump, but about half of voters dislike the way she handles herself, with only a small percentage of them still voting for her.
Among voters who don’t like Trump personally, a significant percentage still support him, far more than those who dislike Harris but still back her. This pattern is consistent across both men and women who find the candidates unlikable. Additionally, while most voters find Trump insulting when he speaks, a considerable portion of them still support him, while Harris receives minimal support from those who find her insulting. Overall, more voters perceive Harris as reasonable and intelligent when she talks, giving her a slight edge in certain characteristics.
Despite some voters overlooking negative personal traits and behavior in Trump, continuing to support him in the face of personal dislike is a key factor in keeping the presidential race competitive. While both Harris and Trump voters prioritize policies, fewer Trump supporters consider personal qualities very important, especially among those who dislike him. Most of the voters who dislike how Trump handles himself but still support him also voted for him in 2020, indicating a level of consistency in their opinions about him.
The CBS News/YouGov survey, conducted with a representative sample of 3,129 registered voters nationwide, highlights the significance of likability and personal traits in the 2024 presidential race. The sample was weighted according to various demographic factors, and respondents were selected to be representative of registered voters nationwide. The margin of error for registered voters is ±2.2 points. Key battleground states for the upcoming election include Arizona, Georgia, Michigan, North Carolina, Nevada, Pennsylvania, and Wisconsin. The survey results shed light on how voters perceive and prioritize personal traits in their decision to support a particular candidate.
